Strategy in Asia: the view from the inside

Rob Campbell and Dave McCaughan

To coincide with the climax of the Warc Prize for Asian Strategy, Warc asked two senior planners with long-term experience of working in the region for their views on strategy and planning in Asia, and how it compares with markets elsewhere.

Rob CampbellRob Campbell
Regional Head of Strategy, Wieden+Kennedy

In theory, planning in Asia should be no different to planning in the rest of the world. But it is. For both good and bad reasons.

The reality is planning is still a relatively new concept here – embraced as much for 'agency fee justification' as it is to help liberate new ideas, thinking and creativity.

There is a long way to go – nurturing and training local talent needs to be a priority – however, in some areas, we're miles ahead of our Western counterparts.